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Chicken X-Rays

Chicken X-Rays | 肯德基 | KFC | PS21
下载原始文件 下载原始文件 JPG | 2400x3500px
文案cnen
Real Chicken *Real radiography made in Madrid on 5/30/18.
基本信息
行业: 食品
媒体:户外
投放:西班牙
风格: Minimalism
说明cnen
Spanish people cared about food quality and authenticity more and more, and even more in the QSR sector. KFC needed to find a quick and simple way of demonstrating its product’s authenticity.

We started with a deep analysis of people’s main worries regarding food quality.

As a conclusion, we identified two key insights:
1. “Fast food chicken is not chicken but rushed chicken pasta." Other competitors’ chicken hamburgers and nuggets have generated negative ideas that directly affects our product.
2. “All pictures from the adds are modified. They are not real." People know the visual codes in ads and assume that what they see is fake.

The conclusion was that one of the most effective paths to communicate quality and authenticity was proving it scientifically.

We contacted specialists so that they could take radiographs of the different parts of KFC fried chicken. We documented the process and we turned these diagnostic tests into communication pieces, using the billboards as light boxes.
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